Extended retail: the future of retail is limitless

Together with the Gottlieb Duttweiler Institute (GDI), Zühlke has explored the issue of extended commerce, conducting market research, building use cases and analysing concepts according to their added value.

Online shopping was booming well before the COVID-19 crisis, but restricted access to retail spaces during the pandemic accelerated the trend even further. The limits of digital shopping experiences have also become apparent, however – at least in terms of their emotionality. That said, there are other trends that have been emerging for a while now. The retail market is starting to see something that is a familiar sight in, say, the museum and gaming sectors: the lines between physical and virtual experiences are becoming increasingly blurred. This is giving rise to a new, expanded world of experiences – the metaverse.

The requisite technology is becoming more affordable and accessible. The costs of virtual formats are falling, while the quality and appeal of customer experiences are skyrocketing. At the same time, consumers are expecting more and more from experiences – the same familiar content soon starts to wear thin and lose its impact. Thus, the battle is on to constantly go bigger and better in the experiential industry – virtual reality experiences will gradually replace the internet as we know it today. The more people engage with VR, the more diverse and complex it will become, and so too will the digital stand-ins and avatars we use to explore these new worlds.

But the demands placed on the retail sector are high. If you want to succeed in extended retail, you need to understand its ecosystem. Why? Because limits are a thing of the past in this new world – as are standalone shops.

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You can find first insights in our Video Talk


Nadine Stoyanov

Nadine Stoyanov

Head of Retail and Consumer Goods


Nadine Stoyanov joined Zühlke in April 2018 following strategic and operational roles in the retail sector in companies ranging from technology start-ups to major enterprises. As Head of Retail & Consumer Goods at Zühlke Switzerland, she is responsible for strategic development and expansion in the retail and consumer goods sectors. Nadine Stoyanov regularly shares her expertise in a variety of thought leadership formats.

Christian Moser

Christian Moser

Head Digital Experience


Christian Moser joined Zühlke in 2005 and is leading the digital experience practice in Switzerland. He is a technology enthusiast and a passionate designer. Technology trends are fascinating him. They have the power to transform our lives and society. 

Porträtfoto Marta Kwiatkowski, GDI

Marta Kwiatkowski Schenk

Senior Researcher & Deputy Head Think Tank, GDI Gottlieb Duttweiler Institute


Marta Kwiatkowski Schenk ist Senior Researcher, Deputy Head Think Tank und Speaker am Gottlieb Duttweiler Institut. Sie analysiert gesellschaftliche, wirtschaftliche sowie technologische Veränderungen.

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